Part of the companies' marketing strategies focus on digital communication and the interaction they will have with their followers on social networks. In a previous article I talked about the need to have a clear strategy in these networks to obtain the results obtained by marketing, and the need to have a digital agency for this purpose. On this occasion I will address the interaction of brands with their fans.
An online brand experience creates a loyal following. This experience not only has to do with promotions or discounts, but also recommendations made to users and their families.
An infographic by Get Satisfaction shows the following data that is worth reviewing:
Delving into the study that, although it was done in the US, there is relevant data highlighted by Charly Sarti, a fan of digital communication, social media, strategy and creativity, in his blog http://charlysarti.com/ .
- "36.9% of Facebook users and 43.5% of Twitter users said they connect with brands on social media to “fish out” for special offers and promotions.
- 70% said they use social networks to participate in contests and promotions.
- "97% of those surveyed recognized that an online experience influenced in one way or another their decision to purchase a product or service."
In Latin America, however, it seems that the brand image is the most important thing. It must be very attractive and must put you in a good position in front of your contacts, as it is a way of defining them.
We are currently in a process where Facebook pages, for example, can have thousands of followers, but they never interact with the brand again digitally. You have to create an experience, not just be a fashion reference. These pages must have something that makes followers feel important: promotions, discounts, advice, information. Community managers and socializers must respond to users' concerns, make them feel like they are really talking to someone, and for this to happen, there must be someone there.
Yes, it is currently important to have a good number of followers; people in Colombia, for example, do not like to enter places where there is no one. However, it is the responsibility of the socializers and CM to build communities truly interested in what the brand offers in order to give life to that space and this, based on a strategy, can offer interesting benefits.
Now, building a community is a daily job. Generating the experience is a well-thought-out job, it must have a purpose and undoubtedly something good must happen for the client in the real world in order to transfer the experience to the virtual world and allow the client to return to have a real experience with the brand. There is no point in making a digital strategy and interacting with followers if there are no coherent consequences when it comes to going to the real world.
The 5 brands that have the most interaction with customers in May, according to the infographic:
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